Dr. A. Fuat Firat is Professor of Marketing at University of Texas-Pan American, whose area of specialization is Consumer Behavior. This includes global consumer behavior, consumer activism, and consumption pattern to name a few. He is also interested in Integrated Marketing Communications and Marketing Research.
1987 AMA Winter Educators’ Conference: Marketing Theory is a collection of proceeding papers. These papers are jointly edited by Russell W. Belk, Gerald Zaltman, Richard Bagozzi, David Brinberg, Rohit Deshpande, A. Fuat Firat, Morris B. Holbrook, Jerry C. Olson, John F. Sherry and Barton Weitz. The papers focus on several conceptual tracks pertaining to marketing theory such as alternative ways of knowing, and sociology of the profession. These papers present new directions of inquiry in these areas as well as in other areas of marketing theory.